The ability to collect massive amounts of data represented a huge leap forward in customer service and communication when customer relationship management first hit the market as a marketing, sales and data management tool. However, CRMs aren’t a holy grail. Data management is one thing. Using data to understand what customers really need — not just what you think they do — and how to engage them is another thing entirely. CRMs were not built to be nimble. Times change, customer expectations change, and the technology needs to change with it.